With the evolution and growth of ever more sophisticated digital communications, customer behaviours are fragmenting and physicians are splitting their time across multiple channels, multiple devices and making decisions based on multiple touch points. As such, it becomes increasingly important for organisations to develop a single seamless journey, or experience, across touchpoints from the moment the physician first becomes aware of a product all the way through to usage and advocacy. In this age of information, physicians have unprecedented access to information but finding the right information at the right time is actually harder than ever before. Indeed, the pharma industry has in recent years become guilty of adding to the general noise that now characterises communications between companies and their customers; mass communication that is generic in nature and often unhelpful.